The Cruelty Free Kisses Campaign was designed by Lush to help eliminate cosmetic testing on animals. The campaign kicked off on July 6, 2013, International Kissing Day. The goal was to set an official Guinness World Record for “the most cruelty free lip prints collected worldwide on day,” all in support of eliminating animal testing.

Lush invited individuals to come into stores worldwide and take a photo of their cruelty free kisses and submit their photo’s on Instagram or Twitter, with the hashtag #CrueltyFreeKisses. If individuals were unable to make it to a Lush location they were still asked to submit their pictures on Instagram and Twitter, helping Lush set their Guinness World Record and take a stance against animal testing.

The campaign not only helped promote the company’s new line of cruetly-free lipstick,s it was to help those who couldn’t help themselves. It was time to give those who abuse animals a bit of lip service in order to prevent any future abuse.